Brazil Among Fastest Growth Markets for Online Video - eMarketer

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Brazil Among Fastest Growth Markets for Online Video

Online video viewing in Brazil becomes increasingly social and on-demand

July 24, 2013

Brazil remains a hot-paced internet uptake market, but that doesn’t mean more internet users translates to more online video viewers. According to comScore data, between December 2011 and January 2013, Brazil kept its 42.9 million online video viewers, but the share of internet users watching videos online actually shrank from 83% to 81.4% during that period.

Online Video Metrics in Brazil, Jan 2013

This means that growth is coming from deepening usage, with virtually the same number of viewers watching more videos and spending more time doing so. comScore showed that the number of online videos per viewer in Brazil grew 18%—from 109 to 128—while online viewers were spending almost 50 more minutes streaming videos compared to just more than a year before. These numbers put Brazil ahead of UK, US and worldwide averages in terms of online video growth.

As expected, Google sites captured the attention of the majority of online video viewers in Brazil. But videos shared on social networks are gaining ground. Facebook showed over 400% growth in video viewing between December 2011 and December 2012, compared to a 7% drop for YouTube.

Top 10 Online Video Content Properties Among Internet Users in Brazil, Ranked by Unique Viewers, Dec 2011 & Dec 2012 (millions)

When it comes to content, consumer data from ad network Hi-Midia and research company M.sense revealed online video viewers in Brazil had strong interest in music—which reinforces VEVO’s second place in comScore’s ranking. Following the traditional popularity of humorous videos, movies were one of the leading interests among respondents.

Types of Video Content Viewed by Online Video Viewers in Brazil, Feb 2013 (% of respondents)

Helping to explain the popularity of movies online, a May 2013 study from research institute Dataxis showed 2.48 million video-on-demand (VOD) subscribers in Brazil this year. Dataxis forecast the market will reach 4.2 million subscribers by the end of 2014, and breaking 13 million by 2017—an average 50% growth per year that puts Brazil’s VOD market ahead of Mexico, Argentina, Chile, Colombia, Peru and Venezuela.

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